THE IMPACT OF DIGITAL TRANSFORMATION ON THE TOURISM SERVICES MARKET AND ECONOMIC EFFICIENCY
Keywords:
Digital transformation, tourism services market, economic efficiency, digital technologies, tourism industry, artificial intelligence, big data analytics, online booking platforms, competitiveness, operational costs, customer satisfaction, sustainable tourism.Abstract
This article examines the impact of digital transformation on the tourism services market and economic efficiency. It explores the role of digital technologies, including artificial intelligence, big data analytics, online booking platforms, cloud computing, and digital marketing, in transforming tourism business models and service delivery mechanisms. Particular attention is paid to the contribution of digitalization to reducing operational costs, increasing labor productivity, improving customer satisfaction, expanding market accessibility, and strengthening the competitiveness of tourism enterprises. The study also analyzes the opportunities and challenges associated with the adoption of digital technologies by small and medium-sized tourism businesses.
